Evaluating the effectiveness of any communications program is essential – but too often agencies say it’s intangible – citing awareness and thought-leadership. In reality, if you know what success looks like before you start and create a campaign designed to achieve it, it’s easy to measure whether something is working. Here are a few tips:Continue Reading
Thoughts on AMEC Integrated Evaluation Framework
How we #MeasurePR needs to change – and anything that helps measure the commercial impact of public relations, marketing and publicity is a good thing as far as I’m concerned. It’s been a topic of discussion for many years within the industry – the last 20 that I’ve been working in communications but there haven’t beenContinue Reading